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Cadbury Gems forays into NFTs to generate funds for less fortunate kids
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Thursday, 21 July, 2022, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Cadbury Gems, one of India’s oldest and much-loved chocolate button brand, has announced the launch of its first ever NFTs (non-fungible tokens) through the latest Junior NFT campaign.
From launching the successful online Cadbury Gems birthday party with YouTube sensations Aayu- Pihu to introducing the Cadbury PlayPad, an augmented reality gaming experience to make learning fun, the brand continues to leap into the world of today’s tech savvy generation and provide innovative engagements for every parent focused on their kid’s development. With Junior NFT, the brand has taken its efforts a notch higher by associating with blockchain platform, GuardianLink to convert artwork made by kids around the country into NFTs; celebrating their colourful imagination.
It has also partnered with Save The Children to use the proceeds from the NFT sales towards the education of underprivileged children; focusing on getting them back to school, purchasing educational equipment and so on.
Anil Viswanathan, vice president - marketing, Mondelez India, said, “Digital collectibles and blockchain technology is slowly gathering pace in India and NFTs are an enabler for us to offer an immersive experience to our consumers. After the successful online Gems birthday bash, the PlayPad learning application, etc., Cadbury Gems Junior NFT campaign is yet another step towards leveraging newer platforms to create meaningful moments of joy and learning for every child and parent. With joy and purpose at the heart of everything we do, we will be hosting NFT auctions to raise funds for the education of under-privileged kids around the country.”
Ramkumar Subramanian, CEO & co-founder, GuardianLink, added, “GuardianLink is happy to associate with Cadbury Gems, and Mondelez for its one of a kind NFT creation. GuardianLink aims at elevating the potential of NFTs, by diversifying with brands and artists across the globe. It is also exciting to witness how brands are effectively connecting with their next generation consumers via launching curated NFT collections. "
Yasmin Riaz, director, Resource Mobilization for Save the Children, India, said, “The activity also gives children a sense of engagement and emotional wellbeing and inspires them to contribute towards securing rights of children from marginalised communities.”
Shekhar Banerjee, chief client officer head, West, Wavemaker India, said, “This is a complex execution specially given the low adoption of NFTs. As one WPP team we worked together with our tech partners to ensure a seamless experience for the end user & drive maximum output for the campaign – all for a cause to help the young artists harness their talent to help create a future for under privileged kids, which is as colourful as Cadbury Gems.”
Neville Shah, senior executive creative director, Ogilvy, said, “Kids love to draw. Launching their drawings as NFTs, it gives them a chance to flaunt their skills, sell their art and in turn, help bring a little bit of colour and masti into the life of another. The best part about the idea is that it can potentially last forever.”
Cadbury Gems Junior NFT will be supported with a high decibel integrated marketing campaign including partnerships with leading online platforms, influencer engagement, and strategic engagement on social media channels, even across NFT communities.
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